Toyota Essay

674 words - 3 pages

RUNNING HEAD: Toyota Corporation

Toyota Corporation Marketing Plan

Marketing Management

Leslie W. Martin Jr

Toyota Corporation is one of the world's leading car manufacturing companies. . Toyota has a wide variety of vehicles ranging from cars, to trucks and SUV's in order to accommodate every consumer generation. Toyota's main competitor's in the market is Honda and Hyundai. Since the decline of the economy Toyota has been working tirelessly to create eco friendly cars and promote the green initiative, As a result the company has rolled out a chain of hybrid solar power cars. Toyota has also marketed the new 2009 Corollas, which are guaranteed to get more miles per gallon of gas ...view middle of the document...

Toyota is currently marketing the Scion hybrid vehicle to what they call Generation Y consumers. The Generation Y consumers are men and women ranging from ages 18-25. Brian Bolan, the national manager of the Scion chain of vehicles, believes when marketing to specific age group, the company must be straightforward and authentic. The Generation Y group targeted by the Toyota marketing management team will not pay attention to gimmicks or hooks trying to persuade them to purchase a vehicle. Another marketing strategy that Toyota uses is hiring professional sports players to market their products through commercials. Toyota knows that if a consumer idolizes a player then he or she will emulate their style, so by having professional stars that are in the limelight every day market their product, the company expects a high return. Toyota has over ten model cars, trucks, and SUV's, which have a specific targeted market for each one.
The Toyota Corporation has been under recent scrutiny for the recall of several cars with defective acceleration pedals. Toyota has been putting out commercials marketing their Prius, which has been the focal...

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